UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
This study was conducted to examine the relationship of promotional mix on
customer choice to enroll at tuition centers in Tanjung Malim district. The population
in this study were the parents who sent their children to the five selected tuition
centers. The sample consisted of 127 parents as respondents to answers the
questionnaires. There were four dimensions; advertising, public relation, sales
promotion and direct marketing being analysed to identify the relationship toward the
customer choice of tuition centers. Around 300 structured questionnaires containing
26 items were distributed to the respondents. In this research, respondents were
chosen randomly from students who attend tuition classes around Tanjung Malim by
using a simple random sampling method. Software “Statistical Packages for Social
Science” (SPSS) was used to analyse the data and it was presented in the forms of
inferential and descriptive statistics. From the finding, it is found that the correlation
analysis showed that all dimensions i.e promotional mix have significant relationship
with customer choice of tuition centers. In multiple regression analysis have found
that a combination of variables, namely promotional strategy elements (advertising,
public relation and publicity, sales promotion and direct marketing) explained by
34.2% of variance in the customer’s choice of tuition Centre. The results of this study
can be used as a guideline for organisations make the effective promotional strategies
to attract customers attention for subscribing their services. Recommendations to the
studies conducted in the future is to increase the population in this study for enable
researcher to generalize their finding with most higher confident. |
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